Whalen, P. S. & Boush, D. M. (2014). Why, how and to what effect do firms deviate from their intended marketing plans?: Towards a taxonomy of post plan improvisations. European Journal of Marketing, 48(3/4), 453–476.
Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.
If you have questions about your required course textbooks, please contact Customer Care at firstname.lastname@example.org